Elders ‘There When You Need Us’ Campaign

Finalist, 2011 AADC Awards, Directing Category

Produced by Urtext Films, via Clemenger BBDO Adelaide, for Elders

This series of films, part of the ‘There when you need us’ campaign for Elders, was one of Urtext’s first major collaborations with an advertising agency. Matthew worked with Clemenger BBDO, travelling the country to capture the stories of four farmers who utilised Elders’ services.

The Elders films were one of the first commercial examples of Matthew interviewing the subject whilst operating the camera, which leads to a unique style of ‘portrait style’ interview that moves away from the typical ‘talking heads’ of mainstream documentary.

The web films were accompanied by a print campaign in rural presses that directed readers to the web films. The print campaign included photography by Paul Torcello.